SmartAsset Brand Identity

Color Palette

Brand palette extracted from http://smartasset.com.

Typography

Each font links to its Google Fonts page where available.

Not found on Google Fonts? Agent Instructions that you can follow if you have permission to use the fonts:

CharacterQuilt.com suggests this flow that can help:

1. Open the company's homepage in a browser with DevTools open.
2. In the Network tab, filter by "Font" (or by extension: woff2, woff, ttf, otf).
3. Hard-reload the page and click around (pricing, blog, careers) — some weights only load on specific routes.
4. For each captured font URL: right-click → Save As to download the file locally.
5. View the page's CSS (DevTools → Sources, or curl the stylesheet URLs) and copy out the matching @font-face declarations. Rewrite each `src: url(...)` to point to your local file path.

Programmatic alternative: load the URL with Playwright or Puppeteer, listen for `response` events whose `Content-Type` starts with `font/`, and write the body to disk. The CSS extraction step is the same.

Only do this if you have permission to use the brand assets — most proprietary fonts are licensed and may not be redistributable.

Visual Assets

Logo

UI Components

Live previews rendered using SmartAsset's actual button styles.

Brand Personality

SmartAsset Brand in the Wild

Real-world brand assets — ads, campaigns, and marketing materials.

Image: smartasset.com

Source: smartasset.com

Image: smartasset.com

Source: smartasset.com

Image: smartasset.com

Source: smartasset.com

Image: smartasset.com

Source: smartasset.com

Image: smartasset.com

Source: smartasset.com

Image: d31s10tn3clc14.cloudfront.net

Source: smartasset.com

Frequently Asked Questions

Methodology

Brand data on this page was extracted from http://smartasset.com on 2026-04-26 using the Firecrawl branding extraction API, which inspects each site's live CSS, font network requests, color tokens, and component styles. Brand-in-the-wild images were sourced via Google Image Search restricted to ad/webinar/report queries and link out to their original third-party publishers; we link to the source rather than re-hosting third-party content. This page is published by CharacterQuilt and is not affiliated with or endorsed by SmartAsset.

Machine-Readable Profile

Direct endpoints for agents, designers, and tooling. No login or auth required.

{
  "colorScheme": "light",
  "fonts": [
    {
      "family": "Roboto",
      "role": "body"
    }
  ],
  "colors": {
    "primary": "#20A7E2",
    "secondary": "#FF7226",
    "accent": "#FF7226",
    "background": "#FFFFFF",
    "textPrimary": "#1C9DD4",
    "link": "#1C9DD4"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Roboto",
      "heading": "Roboto"
    },
    "fontStacks": {
      "heading": [
        "Raleway",
        "Raleway Fallback",
        "sans-serif"
      ],
      "body": [
        "-apple-system",
        "BlinkMacSystemFont",
        "Segoe UI",
        "Roboto",
        "Oxygen",
        "Ubuntu",
        "Cantarell",
        "Fira Sans",
        "Droid Sans",
        "Helvetica Neue",
        "sans-serif"
      ],
      "paragraph": [
        "Proxima Nova",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "88px",
      "h2": "64px",
      "body": "16px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "16px"
  },
  "components": {
    "input": {
      "background": "#FFFFFF",
      "textColor": "#595959",
      "borderColor": "#8C8C8C",
      "borderRadius": "4px",
      "borderRadiusCorners": {
        "topLeft": "4px",
        "topRight": "4px",
        "bottomRight": "4px",
        "bottomLeft": "4px"
      },
      "shadow": "rgba(166, 199, 214, 0.15) 0px 0px 24px 0px"
    },
    "buttonPrimary": {
      "background": "#FF7226",
      "textColor": "#FFFFFF",
      "borderRadius": "16px",
      "borderRadiusCorners": {
        "topLeft": "16px",
        "topRight": "16px",
        "bottomRight": "16px",
        "bottomLeft": "16px"
      },
      "shadow": "rgba(120, 42, 0, 0.12) 0px 4px 24px 0px"
    },
    "buttonSecondary": {
      "background": "#F1FAFF",
      "textColor": "#20A7E2",
      "borderRadius": "20px",
      "borderRadiusCorners": {
        "topLeft": "20px",
        "topRight": "20px",
        "bottomRight": "20px",
        "bottomLeft": "20px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": 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    "favicon": null,
    "ogImage": null,
    "logoHref": "/"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 0,
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    "confidence": 0.9,
    "source": "llm"
  },
  "__llm_button_reasoning": {
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      "text": "Subscribe",
      "reasoning": "Button #0 has a vibrant brand color (#FF7226) and action-oriented text ('Subscribe'), making it the primary CTA."
    },
    "secondary": {
      "index": 1,
      "text": "Retirement",
      "reasoning": "Button #1 has a different background color (#F1FAFF) and serves as a secondary navigation option ('Retirement')."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "professional",
    "energy": "medium",
    "targetAudience": "individuals seeking financial advice"
  },
  "designSystem": {
    "framework": "custom",
    "componentLibrary": ""
  },
  "confidence": {
    "buttons": 0.95,
    "colors": 0.9,
    "overall": 0.925
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  "__llm_metadata": {
    "logoSelection": {
      "llmCalled": true,
      "llmSucceeded": true,
      "finalSource": "llm",
      "rawLogoSelection": {
        "selectedLogoIndex": 0,
        "selectedLogoReasoning": "Selected #0 because it is visible, located in the header, links to the homepage, and matches the brand name 'SmartAsset.com'.",
        "confidence": 0.9
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}

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